After countless hours of debate, weighing the pros and cons, and maybe one too many sleepless nights, you've decided it's time to bring your SEO in-house. It's a gutsy move– and a smart one, too, considering how the digital marketing landscape is more unpredictable than a plot twist in a telenovela.
But, let's be clear: We're not here to rehash the 'why' – if you're reading this, you're probably already sold on the game- changing power of a top-notch SEO engine purring right in your corporate garage. What we're really gonna sink our teeth into is the 'how' – how to master the task of setting up and integrating a kick-butt in-house SEO team into the heartbeat of your biz.
Ready to dive in? Let's get cracking!
A startup's needs are vastly different from those of a sprawling enterprise. Understanding where you fall on this spectrum will guide your hiring process, from the number of team members to their expertise levels.
For smaller businesses, a lean, scrappy team might do the trick – a few multi-talented individuals who can wear multiple hats. On the other hand, larger corporations may require a more specialized, robust team. The key here is to strike a balance – enough horsepower to drive your SEO engine without overloading your vessel with unnecessary weight.
Reality check: your dream SEO team needs to fit snugly within the confines of your budget. This isn't just about salaries; it's about the total cost of operation. That includes marketing tools, training, and external resources like contractors for content writing or link-building campaigns. Typically, many SEO roles are viewed as entry-level marketing positions, which may result in lower hiring costs compared to more advanced roles.
There's no point in dreaming up an army of SEO warriors if your coffers can only muster a skeleton crew. Be realistic about what you can afford and what you absolutely need. If you're running on a tight budget, prioritize roles that will bring the most significant impact first. Then, gradually build up your team as your SEO efforts start to bear fruit and justify additional investment.
Now, onto the exciting part – building your team. This step is more than just filling seats – it's about finding the right combination of brainpower, creativity, and digital savvy to rev up your SEO machine. Start with the cornerstone of your team – the leader. Here are some of the qualities you should look for in your SEO team leader:
Once your leader is on board, it's time to assemble the rest of your crew. Depending on your budget and goals, this could range from a tight-knit squad of multi-talented mavericks to a sprawling team of specialized SEO experts. Here's a breakdown of the roles you may want to consider:
First up, you need a tech whiz. This person is so in tune with algorithms that they dream in code. They're the ones who'll dive deep into the murky waters of technical SEO and emerge with pearls of wisdom that make your site run smoother and faster.
Link outreach specialists are out there, building links between your website and the vast digital world. Through clever outreach and solid relationships, they bolster your site's authority and visibility.
Then come your content creators, the master storytellers offering content writing services. They're the ones who take cold, hard data and spin it into content gold. With their fingers on the pulse of keyword trends and semantic SEO strategies, they craft content that doesn't just rank well but also resonates with your audience.
Obsessed with analytics and metrics, they can spot a trend from a mile away. They're your guide in the wilderness of SEO data, turning numbers into actionable insights.
So, you've got your team. Now what? It's time to arm them with the right tools – and we're not just talking about a fancy coffee machine (although, let's be honest, caffeine does fuel some of the best ideas). Here are some of the most important digital tools your new in-house SEO team might need to wield to conquer the SEO battleground:
Screaming Frog, AHRefs, and SEMRush are like the holy trinity of SEO. Screaming Frog crawls through your site, sniffing out issues like a well-trained bloodhound. AHRefs dives deep into the backlink ocean, fishing out golden opportunities and insights. And SEMRush? It's a multifaceted tool that excels in competitive analysis and keyword research, helping you analyze your market position, track your rankings, and really dig into your PPC competitors. These tools are non-negotiables, but they're just the start.
Now, let's talk project management – because even the most talented SEO teams can spiral into chaos without a clear plan. This platform is the ideal project management software for SEO teams given its flexible board designer that allows users to customize their board to suit their workflow. Kanban Zone lets you map out every stage of your SEO campaigns, from initial brainstorming to final analysis. Plus, you can track and measure your team’s productivity through its advanced metrics feature, helping SEO teams understand how to improve their processes based on actual data.
While Asana orchestrates the what and when Resource Guru handles the who - this dynamic duo is what keeps most SEO agencies on their toes and out of the weeds. Your in-house can also benefit from this power pair. Resource Guru fills those resource scheduling gaps Asana might leave, managing your team's bandwidth and ensuring everyone's workload is balanced and efficient. It's the secret sauce to preventing burnout and ensuring that your SEO strategy doesn't crumble under the weight of unrealistic expectations or over commitment.
No SEO toolkit is complete without Google Analytics and Google Search Console. These are the crystal balls of the digital world, offering a glimpse into user behavior, website performance, and search traffic. Google Analytics serves up a smorgasbord of data – from user demographics to page performance – helping your team make informed decisions. Google Search Console, meanwhile, is your direct line to Google, offering insights into how your site is viewed and indexed by the search giant, along with any issues that need fixing.
With local SEO becoming more crucial by the day, your team needs to be on top of your GMB listings like a hawk. Enter OneUp. This tool is a lifesaver for scheduling posts, even for multiple locations on GMB. It's like having a personal assistant for your Google My Business profile, ensuring your local audience sees fresh, relevant content regularly, which is key for boosting local search rankings.
And then there's FileCenter, the silent guardian of your SEO fortress. This tool is one of the leading document management systems out there, providing a central repository for all your SEO strategies, keyword research, content calendars, and performance reports. With FileCenter, your team can effortlessly collaborate, share insights, and streamline document workflows. This means more time spent on strategy and creativity and less on hunting down that elusive file someone saved in a mystery folder.
For day-to-day chatter, quick questions, and team banter, Slack is your digital water cooler. It's where your team can share updates, ask for feedback, and even share the occasional meme to keep spirits high. Slack channels can be organized by project, team, or topic, ensuring that conversations stay focused and relevant.
Let's face it: typos and grammatical errors are the bane of any SEO team's existence. Grammarly is your team's virtual proofreader, ensuring that every piece of content is polished, professional, and pitch-perfect. After all, what's the point of driving traffic to your site if the content isn't up to snuff?
And finally, we can't forget about the heart and soul of your SEO team – the people. That's where Eletive comes in. Eletive is like your team's virtual cheerleader, constantly measuring the pulse of your team's morale and engagement. It offers anonymous feedback, surveys, and mood tracking, ensuring that your team isn't just working hard but also feeling good about their work.
Additionally, Eletive incorporates tools on how to give 360 feedback effectively, fostering a culture of open and constructive communication. This feature helps in identifying areas for growth, both for individuals and the team as a whole, making feedback a cornerstone of development.
Having assembled your team of SEO superstars and armed them with the best tools, your next move is to nurture their growth. This isn't just about hitting KPIs. It's about creating an environment where creativity, innovation, and SEO excellence can flourish.
Integrating SEO into your business isn't just about slotting it into a corner of the marketing department. It's about weaving it into the very fabric of your company. It needs to be in the bloodstream of every project, every campaign, every piece of content.
This means breaking down silos. Get your SEO team involved from the get-go – whether it's a new product launch, a website redesign, or a branding overhaul. Their insights can be the difference between a campaign that soars and one that flops.
In the high-stakes world of SEO, victories can sometimes feel few and far between. That's why it's crucial to celebrate every win, no matter how small. Whether it's a jump in keyword rankings, a successful content campaign, or a significant backlink acquisition, acknowledging these achievements boosts morale and fosters a sense of pride in your team's work. Celebrating successes also reinforces positive behaviors and strategies that lead to these wins, encouraging the team to keep pushing the boundaries of SEO excellence.
Additionally, as your team garners results and insights, it's vital to present this information in a way that's both comprehensible and compelling to stakeholders. This is where presenting a SEO report comes into play. Using a well-structured and visually appealing template to present a SEO report can make a significant difference in how your SEO efforts are perceived and valued within the company.
SEO is a field that never sleeps – and your team shouldn't be caught napping, either. Urge them to attend webinars, enroll in online courses, and stay glued to industry blogs. Create a knowledge-sharing ecosystem where team members can exchange insights and latest findings.
But don't stop at the boundaries of conventional SEO wisdom. Encourage your team to go beyond the echo chamber of SEO forums and get their hands dirty with real-world applications. Why? Because sometimes, the most profound lessons are hidden in the rubble of spectacular failures. So, embrace the blunders with open arms, turning each one into a stepping stone towards SEO greatness.
Regular feedback is the bedrock of growth and improvement. Schedule periodic reviews to discuss each team member's progress, challenges, and areas for development. But remember, feedback is a two-way street. Encourage team members to voice their thoughts on workflows, tools, and strategies. This open dialogue ensures better team connection and helps in fine-tuning your SEO processes to achieve peak efficiency.
Regular sit-downs with the sales team can provide valuable insights into customer pain points. Brainstorming sessions with the product team can spark innovative content ideas. And let's not forget the goldmine of data that your customer service team sits on. Make sure your SEO team has regular touchpoints with different departments to capitalize on these insights. This inter-departmental mingling allows cross-pollinating ideas to nurture a more holistic and effective SEO strategy.
Assembling and managing an in-house SEO team is no small feat. It requires a blend of the right skills, tools, and, most importantly, the right mindset. With the strategies and tools we've discussed, you'll be well on your way to building an SEO powerhouse that not only drives results but also becomes a core part of your business's success story.
